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CONSUMER GREEN PURCHASE
BEHAVIOUR AMONG
MILLENNIAL GENERATION
NURUL AMANINA BINTI
ABDUL BASIR
MASTER OF SCIENCE (MANAGEMENT)
UNIVERSITI UTARA MALAYSIA
CONSUMER GREEN PURCHASE BEHAVIOUR AMONG MILLENNIAL GENERATION
BY
NURUL AMANINA BINTI ABDUL BASIR
Thesis Submitted to School of Business Management,
Universiti Utara Malaysia,
In Partial Fulfilment of the Requirement for the Master of Sciences (Management)
i
PERMISSION TO USE
In presenting this dissertation paper in partial fulfillment of the requirements for a Post Graduate degree from Universiti Utara Malaysia (UUM), I agree that the University Library may make it freely available for inspection. I further agree that permission for copying of this dissertation paper in any manner, in whole or in part, for scholarly purpose may be granted by my supervisor or in their absence, by the Dean of School of Business Management. It is understood that copying or publication or use of this research paper or parts of it for financial gain shall not be allowed without my written permission. It is also understood that due recognition shall be given to me and to the UUM in any scholarly use which may be made of any material in my dissertation paper.
Requests for permission to copy or make other use of materials in this dissertation paper in whole or in part should be addressed to:
Dean of School of Business Management Universiti Utara Malaysia
06010 UUM Sintok Kedah Darul Aman
ii ABSTRACT
The rapid growth of development in the economy for the last few decades has greatly increase consumers’ worldwide consumption and became the main cause that contribute to environmental degradation. Consequently, more people becoming increasingly aware and concerned about environmental issues especially among millennial generation. They are now demand for more environmental friendly products, hence many green marketers and manufacturers have shift the attention towards the importance of understanding the green purchase behaviour among this market segment. The purpose of this paper is to determine factors that have significant relationship toward millennial consumer’s green purchase behaviour in Malaysia by integrating the Theory of Planned Behaviour as research framework. The research model was adapted and modified from The Theory of Planned Behaviour (TPB) added with another potential variable namely, environmental involvement and media exposure to environmental message to identify the key factors that stimulate millennial consumer’s green purchase behaviour. A total of 375 questionnaires were distributed among UUM students by using proportionate sampling, to perform the statistical analysis for data analysis. Results showed attitude towards green products, subjective norm, perceived behavioural control, environmental involvement and media exposure to environmental message have significant effect toward millennial consumer’s green purchase behaviour. In addition, subjective norm was found to be the most influential factor that contribute to millennial consumer’s green purchase behaviour.
Keywords: Green marketing, environmental involvement, millennial consumer’s green purchase behaviour.
iii ABSTRAK
Pertumbuhan pesat dalam pembangunan ekonomi sejak beberapa dekad yang lalu telah banyak meningkatkan penggunaan pengguna di seluruh dunia dan ia menjadi punca utama yang menyumbang kepada kemerosotan alam sekitar. Akibatnya, lebih ramai orang yang semakin sedar dan prihatin terhadap isu-isu alam sekitar terutama di kalangan generasi milenium. Memandangkan mereka kini menginginkan produk yang lebih mesra alam, ramai pemasar dan pengeluar hijau telah beralih perhatian terhadap kepentingan untuk memahami perilaku pembelian hijau di kalangan segmen pasaran ini. Tujuan kertas ini adalah untuk menentukan faktor yang mempunyai hubungan penting terhadap tingkahlaku pembelian hijau di kalangan pengguna milenium di Malaysia dengan menggunakan Teori Perilaku yang Terangcang (TPB) sebagai rangka penyelidikan. Model penyelidikan ini telah diadaptasi dan diubahsuai dari Teori Perilaku yang Terangcang (TPB) yang ditambah dengan pemboleh ubah berpotensi yang lain iaitu, penglibatan alam sekitar dan pendedahan media mengenai mesej alam sekitar. Seramai 375 soal selidik telah diedarkan di kalangan pelajar UUM dengan mengunakan pensampelan berkadar, untuk melakukan analisis statistik. Hasil menunjukkan bahawa sikap terhadap produk hijau, norma subjektif, kawalan tingkah laku yang dilihat, penglibatan alam sekitar, pendedahan media mengenai mesej alam sekitar mempunyai kesan terhadap tingkahlaku pembelian hijau di kalangan pengguna milenium. Sebagai tambahan, norma subjektif didapati sebagai faktor yang paling berpengaruh yang menyumbang kepada tingkah laku pembelian hijau di kalangan pengguna milenium.
Kata kunci: Pemasaran hijau, penglibatan alam sekitar, tingkah laku pembelian hijau dikalangan pengguna milenium.
iv
ACKNOWLEDGEMENT
In the Name of Allah, the Most Forgiving and the Most Merciful
Alhamdulillah, I am grateful to Allah SWT for giving me an excellent health, energy and capability to complete this thesis within the time period given. I would like to give my deepest appreciation to all those involved who had helped me in completing this academic work.
First of all, I would like to sincerely express my deepest gratitude to my supervisor, Associate Professor Dr. Hasnizam bin Shaari for his valuable and untiring supervisory role in the course of writing this thesis. Your wealth of experience in guiding the writing of this thesis brought it to this successful end. Words are not enough to express how I appreciate your support and encouragement throughout the preparation and completion in this study. Thank you.
Most importantly, I would like to thanks my parents Abdul Basir bin Hassan and Rosmah binti Jupri for their continuous love, endless moral support and prayers for my success over the years. In addition, I would like to sincerely express my appreciation for my partner, Saymioud Tinggom who has been with me through ups and downs during my master life and always believing in me from day one. Thank you and I love you all.
Special thanks to Students Accommodation Center (SAC) for providing me data regarding the total numbers of students who stayed in each student residential area in University Utara Malaysia (UUM). Without the data, the questionnaire may not be able to be distributed to selected respondents. Finally, thank you for all the respondents for their valuable time, kindness and support in participating in this study.
v TABLE OF CONTENTS PERMISSION TO USE...i ABSTRACT ... ii ABSTRAK ... iii ACKNOWLEDGEMENT ... iv TABLE OF CONTENTS...v LIST OF TABLES...ix LIST OF FIGURES...x LIST OF APPENDICES...xi LIST OF ABBREVIATIONS...xii CHAPTER 1:INTRODUCTION 1.0 Introduction ... 1
1.1 Background of the Study ... 1
1.2 Problem Statement ... 3 1.3 Research Questions ... 9 1.4 Research Objectives ... 10 1.5 Significant of Study ... 10 1.5.1 Theoretical Contributions ... 10 1.5.2 Practical Contributions ... 12 1.6 Scope of Study ... 13
1.7 Definitions of Key Terms... 14
vi CHAPTER 2:LITERATURE REVIEW
2.0 Introduction ... 16
2.1 Green Consumerism ... 16
2.1.1 Green Purchase Behaviour ... 17
2.2 Millennial Generation as Green Consumer ... 19
2.3 Variables Related to the Study ... 21
2.3.1 Attitude towards Green Products ... 21
2.3.2 Subjective Norm ... 23
2.3.3 Perceived Behavioural Control ... 24
2.3.4 Environmental Involvement ... 26
2.3.5 Media Exposure to Environmental Message ... 27
2.4 Underpinning Theory ... 29
2.5 Theoretical Framework ... 31
2.6 Research Hypothesis ... 31
2.7 Conclusion ... 32
CHAPTER 3: RESEARCH METHODOLOGY 3.0 Introduction ... 33
3.1 Research Design ... 33
3.2 Sample Design ... 34
3.2.1 Population ... 34
3.2.2 Sample and Unit of Analysis ... 35
3.2.3 Sample Size ... 36
3.2.4 Sampling Procedure... 38
vii
3.3 Research Instrument Development ... 40
3.3.1 Section A: Demographic Information ... 44
3.3.2 Section B: General Behavioural ... 44
3.3.3 Section C: Independent and Dependent Variables ... 45
3.3.4 Translation or Research Instrument... 48
3.3.5 Types of Measurement Scales ... 49
3.3.6 Scaling Design ... 50
3.4 Pilot Test Procedures... 51
3.5 Data Collection Procedure ... 52
3.6 Technique of Data Analysis ... 53
3.7 Statistical Data Analysis ... 54
3.7.1 Reliability Analysis ... 54
3.7.2 Descriptive Statistic ... 54
3.7.3 Hypothesis Testing ... 55
3.7.3.1 Correlation Analysis ... 55
3.7.3.2 Multiple Regression Analysis ... 55
3.8 Conclusion ... 55
CHAPTER 4: FINDINGS 4.0 Introduction ... 56
4.1 Participation and Response Rate ... 56
4.2 Data Screening ... 56
4.3 Descriptive Statistic of Demographic Profile ... 57
4.3.1 Gender ... 59
4.3.2 Race ... 59
viii
4.3.4 Education Level ... 59
4.3.5 Monthly Personal Income (RM) ... 60
4.4 Descriptive Statistic for Normality Assumption ... 60
4.5 Reliability Analysis ... 63
4.6 Correlation Analysis... 65
4.7 Descriptive Analysis ... 68
4.8 Regression Analysis ... 70
4.8.1 Interpretation for Hypothesis Result ... 73
4.9 Conclusion ... 76
CHAPTER 5: DISCUSSION AND CONCLUSION 5.0 Introduction ... 77
5.1 Research Summary... 77
5.2 Discussion of Study based on Research Objectives ... 79
5.2.1 Discussion of Correlation Analysis ... 80
5.2.2 Discussion of Regression Analysis ... 81
5.3 Contribution of the Study ... 85
5.3.1 Theoretical Contribution ... 85
5.3.2 Practical Contribution ... 86
5.4 Limitation of Study ... 87
5.5 Recommendation for Future Research ... 88
5.6 Conclusion ... 89
ix
LIST OF TABLES
Tables Pages
Table 3.1 Total Number of Students in Each Inasis in UUM ... 35
Table 3.2 Summary of Table for Determining Sample Size from a Given Population ... 37
Table 3.3 Number of Respondents using Proportionate Stratification Sampling ... 39
Table 3.4 Overview of Measurement Items of the Study and Reliability from Previous Study ... 42
Table 3.5 Items for General Behavioural ... 44
Table 3.6 Items for Demographic Information ... 45
Table 3.7 Items for Green Purchase Behaviour ... 45
Table 3.8 Items for Attitude towards Green Products... 46
Table 3.9 Items for Subjective Norm ... 47
Table 3.10 Items for Perceived Behavioural Control... 47
Table 3.11 Items for Environmental Involvement ... 48
Table 3.12 Items for Media Exposure to Environmental Message ... 48
Table 3.13 Reliability Test for Pilot Test ... 52
Table 4.1 Summary of Demographic Profile of Respondent ... 58
Table 4.2 Descriptive Statistics ... 62
Table 4.3 Internal Consistency Measurement ... 63
Table 4.4 Summary of Reliability Test Result ... 64
Table 4.5 Pearson’s Correlation Scale ... 65
Table 4.6 Summary of Pearson Correlation ... 66
Table 4.7 Summary of Descriptive Statistics ... 69
Table 4.8 Summary of Model Summary ... 71
Table 4.9 Summary of Coefficients ... 72
Table 4.10 Estimated Equation for the Proposed Model ... 72
x
LIST OF FIGURES
Figures Pages
Figure 2.1 Theory of Planned Behaviour...29 Figure 2.2 Theoretical Framework of Study...31
xi
LIST OF APPENDICES
Appendices Pages
APPENDIX A1: SET OF QUESTIONNAIRES...114 APPENDIX A2: STATISTIC DATA FOR UUM STUDENTS IN EACH
INASIS...121 APPENDIX A3: RESULT FROM IBM SPSS STATISTIC 24...122
xii
LIST OF ABBREVIATIONS
ASEAN Association of Southeast Asian Nations
BSN Bank Simpanan Nasional
H1 Hypothesis 1
H2 Hypothesis 2
H3 Hypothesis 3
H4 Hypothesis 4
H5 Hypothesis 5
INASIS Inapan Siswa
MAS Malaysia Airlines
MISC Malaysia International Shipping Corporation
SAC Student’s Accommodation Center
SME Bank Small Medium Enterprise Development Bank Malaysia Berhad SPSS Statistical Package for Social Science
TM Telekom Malaysia
TNB Tenaga Nasional Berhad
TPB Theory of Planned Behaviour
UK United Kingdom
US United States
UUM University Utara Malaysia
WHO World Health Organization
1 CHAPTER 1
INTRODUCTION 1.0 Introduction
This chapter explains the fundamental information of the study. It includes the
background of the study, problem statement, research question, research objective,
significant of study, the scope of the study, definitions of key terms and lastly the
organization of the study.
1.1 Background of the Study
Rapid economic expansion has led to serious environmental deterioration and a
significant change around the globe. Due to some factors such as air pollution, waste
generations and natural disasters which not only affect living organisms but also the
economic conditions and social status of people (Maichum, Parichatnon, & Peng,
2016). In fact, the misuse of resources and deprivation of environment has been
increased at an alarming rate.
Malaysia is one of the fastest growing economies among ASEAN countries.
This rapid growth rate is credited mainly in its ability to exploit every environmental
resource available for the country (Noranida & Khairulmaini, 2014). Whereas, this
rapid development resulted in adverse environmental deterioration due to consumers’
over-consumption and exceeding utilization of natural resources. Based on the report
published by World Health Organization (WHO) in 2012, around 6,251 deaths have
been reported in Malaysia due to air pollution. The causes of deaths were diverse
The contents of
the thesis is for
internal user
only
91
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APPENDIX A1: SET OF QUESTIONNAIRES
SCHOOL OF BUSINESS MANAGEMENT MASTER OF SCIENCE (MANAGEMENT) Dear Participants,
I am Nurul Amanina binti Abdul Basir, a postgraduate student from University Utara Malaysia (UUM), Sintok, Kedah. I am soliciting your co-operation to participate in this research project entitle “Consumer Green Purchase Behaviour among Millennial Generation”. The purpose of this study is to identify the factors that significantly influence millennial generation’s green behaviour in Malaysia.
I will be grateful if you could complete the enclosed questionnaire based on your genuine feelings. The success of this study is highly dependent on your valuable, sincere and honest response. To help you completing this questionnaire, please read the instructions carefully and refer to the NOTE attached in the questionnaire regarding the definitions of terms used in this study. The following questionnaire will require approximately 10 – 15 minutes to complete. For your information, your responses will be used for academic purposes only. All personal information shall be treated as strictly private and confidential.
Thank you for taking the time to assist me in my educational endeavours. The data collected will provide useful information in understanding the behaviour of this market segment. If you require additional information or have any enquiries pertaining to this study, please contact me at 018-7793934 or mail to [email protected] .
Thank you for your precious time and participation.
Nurul Amanina binti Abdul Basir Student,
115 Note:
Specific term and word in this study refers to the following:
Section A: Demographic Question
Instruction: Please tick (✔) on the answer that you choose. 1. Gender:
Male Female
2. Race:
Malay Indian
Chinese Others (Please specify):
3. Age:
19 – 22 31 – 34
23 – 26 35 and above
27 – 30
Green Purchase Behaviour: Green purchase behaviour refers to the consumption of product that are environmentally beneficial, conservable and responding to environmental concern. Attitude towards Green Products: Attitude refers as a state in which human moves to act or do with certain feelings in response to the object or situation surrounding environmental conditions.
Subjective Norm: Subjective norm refers to the perceived social influences/pressures to indulge or not to indulge in a given behaviour and reveal the beliefs of individuals about how they would be viewed by their reference groups if they perform a certain behaviour.
Perceived Behavioural Control: Perceived behavioural control refers to an individual’s perceived ease or difficulty in performing a particular behaviour.
Environmental Involvement: Environmental involvement refers to the affect or the emotion associated with beliefs about environmental protection.
Media Exposure to Environmental Messages: Media exposure to environmental message refers to the messages related to environmental protection from the following sources: TV programs, radio, internet and advertisements.
116 4. Education Level:
STPM/Diploma Master Degree
Bachelor Degree PHD
5. Monthly Personal Income (RM):
Less than 1000 3001 – 4000
1001 – 2000 4001 – 5000
2001 – 3000 5001 and above
Section B: General Behavioural Question
Instruction: Please tick (✔) on the answer that you choose. You may choose one answer only.
1. Do you concern about environment in Malaysia?
Yes
No2. Do you think environmental friendly is important?
Yes
No3. Have you ever bought or considered buying products with environmental issue in mind?
Yes117
4. Have you purchased any of the following similar products in the past?
Bio-cosmetics
Paper bags or recycled materials
Natural hair oil
Bio-degradable detergents / hand wash5. What is the most restriction of choosing eco-friendly product?
Eco-friendly assurance
Not easy to find
Relatively expensive
Others (Please specify):6. Which one of these do you believe should have the primary responsibility for protecting the environment in our nation?
The government
Business and industry
Individual citizens and citizen’s group
Others (Please specify):7. Using the scale below, please indicate how important environmental issue are to you?
(1= Extremely unimportant... 7= Extremely important)
No. Statements E x tr em ely Un im p o rtan t 1 Ver y Un im p o rtan t 2 So m ewh at Un im p o rtan t 3 Neu tr al 4 So m ewh at Im p o rta n t 5 Ver y Im p o rta n t 6 E x tr em ely Im p o rta n t 7 1. Climate change 1 2 3 4 5 6 7 2. Pollution 1 2 3 4 5 6 7 3. Resource depletion 1 2 3 4 5 6 7 4. Waste generation 1 2 3 4 5 6 7
118 Section C:
Please circle the numbers that best indicate the extent of you agree or disagree with the following statements.
1 2 3 4 5 6 7 Strongly Disagree Disagree Somewhat Disagree Neutral Somewhat Agree Agree Extremely Agree No. Statements Stro n g ly Dis ag ree 1 Dis ag ree 2 So m ewh at Dis ag ree 3 Neu tr al 4 So m ewh at Ag ree 5 Ag ree 6 E x tr em ely Ag ree 7
Green Purchase Behaviour
1. I often buy organic products 1 2 3 4 5 6 7
2. I often buy products that are labelled as environmentally safe
1 2 3 4 5 6 7
3. I often buy products that are against animal-testing
1 2 3 4 5 6 7
4. I often buy products that contain no or fewer chemical ingredients
1 2 3 4 5 6 7
5. When I consider buying a product, I will look for a certified
environmentally-safe or organic stamp
1 2 3 4 5 6 7
6. I often buy products that support fair community trades
1 2 3 4 5 6 7
7. I often buy products that use recycled/ recyclable packaging
1 2 3 4 5 6 7 No. Statements Stro n g ly Dis ag ree 1 Dis ag ree 2 So m ewh at Dis ag ree 3 Neu tr al 4 So m ewh at Ag ree 5 Ag ree 6 E x tr em ely Ag ree 7
Attitude towards Green Product
1. I feel that green products have a positive impact on the environment
1 2 3 4 5 6 7
2. I think choosing green products is beneficial to consumers
1 2 3 4 5 6 7
3. I think choosing green products is a good idea
1 2 3 4 5 6 7
4. I feel that using green products is a wise idea
1 2 3 4 5 6 7
5. I think using green products would be pleasant to me
119 6. I feel that I need to appreciate green
products 1 2 3 4 5 6 7 No. Statements Stro n g ly Dis ag ree 1 Dis ag ree 2 So m ewh at Dis ag ree 3 Neu tr al 4 So m ewh at Ag ree 5 Ag ree 6 E x tr em ely Ag ree 7 Subjective Norm
1. The trend of buying green products among people around me is increasing
1 2 3 4 5 6 7
2. People around me generally believe that it is better for health to use green products
1 2 3 4 5 6 7
3. My close friends and family members would appreciate if I buy green products
1 2 3 4 5 6 7
4. I would get all the required support (information related, time, money) from friends and family to buy green products 1 2 3 4 5 6 7 No. Statements Stro n g ly Dis ag ree 1 Dis ag ree 2 So m ewh at Dis ag ree 3 Neu tr al 4 So m ewh at Ag ree 5 Ag ree 6 E x tr em ely Ag ree 7
Perceived Behavioural Control
1. I am confident that I can purchase green products rather than normal products when I want
1 2 3 4 5 6 7
2. I see myself as capable of
purchasing green products in future
1 2 3 4 5 6 7
3. I have resources, time and willingness to purchase green products
1 2 3 4 5 6 7
4. There are likely to be plenty of opportunities for me to purchase green products
120 No. Statements Stro n g ly Dis ag ree 1 Dis ag ree 2 So m ewh at Dis ag ree 3 Neu tr al 4 So m ewh at Ag ree 5 Ag ree 6 E x tr em ely Ag ree 7 Environmental Involvement
1. I am very concerned about environmental protection
1 2 3 4 5 6 7
2. I am very involved in greening the environment
1 2 3 4 5 6 7
3. I often think about how environmental quality can be improved
1 2 3 4 5 6 7
4. I fully support the environmental activities of the government
1 2 3 4 5 6 7 No. Statements Stro n g ly Dis ag ree 1 Dis ag ree 2 So m ewh at Dis ag ree 3 Neu tr al 4 So m ewh at Ag ree 5 Ag ree 6 E x tr em ely Ag ree 7 Media Exposure to Environmental Message 1. I often come across
environment-related topics/ issues on TV
1 2 3 4 5 6 7
2. I often come across environmental messages on advertisements
1 2 3 4 5 6 7
3. I often come across environment-related topics/issues in radio
1 2 3 4 5 6 7
4. I often come across environment-related topics/issues on the Internet
1 2 3 4 5 6 7
121
APPENDIX A2: STATISTIC DATA FOR UUM STUDENTS IN EACH INASIS
Name of Inasis Male Female
MAS 0 870 TNB 179 527 Proton 99 522 Tradewinds 309 260 Petronas 219 697 Grantt 219 590 Sime Darby 0 940 TM 426 455 BSN 0 749 MISC 213 428 YAB 731 644 Bank Muamalat 0 1319 Bank Rakyat 638 965 SME Bank 683 1008 Maybank 173 57 Total 3889 10031 Grand Total 13920
122
APPENDIX A3: RESULT FROM IBM SPSS STATISTIC 24 1) Reliability Analysis for Each Independent and Dependent Variables a) Green Purchase Behaviour
Case Processing Summary
N %
Cases Valid 346 100.0
Excludeda 0 .0
Total 346 100.0
a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items .835 7 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted GPB1 31.1879 22.901 .621 .807 GPB2 30.9277 23.053 .649 .804 GPB3 30.9682 23.428 .497 .828 GPB4 30.6734 23.055 .559 .817 GPB5 30.8526 22.688 .618 .808 GPB6 31.0838 23.242 .637 .806 GPB7 30.7746 23.839 .534 .821
123 b) Attitude towards Green Products
Case Processing Summary
N %
Cases Valid 346 100.0
Excludeda 0 .0
Total 346 100.0
a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items .896 6 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted ATT1 29.2659 14.428 .704 .880 ATT2 29.2861 14.129 .772 .870 ATT3 29.3237 13.408 .817 .862 ATT4 29.3988 13.881 .731 .875 ATT5 29.8121 14.385 .645 .889 ATT6 29.5607 14.427 .654 .887
124 c) Subjective Norm
Case Processing Summary
N %
Cases Valid 346 100.0
Excludeda 0 .0
Total 346 100.0
a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items .840 4 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted SN1 15.4884 7.225 .625 .818 SN2 15.0318 7.399 .690 .792 SN3 15.1763 6.864 .701 .784 SN4 15.4133 6.684 .682 .794
125 d) Perceived Behavioural Control
Case Processing Summary
N %
Cases Valid 346 100.0
Excludeda 0 .0
Total 346 100.0
a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items .858 4 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted PBC1 16.0751 5.861 .700 .820 PBC2 15.9220 6.142 .697 .822 PBC3 16.0549 5.948 .720 .812 PBC4 16.1098 5.930 .693 .823
126 e) Environmental Involvement
Case Processing Summary
N %
Cases Valid 346 100.0
Excludeda 0 .0
Total 346 100.0
a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items .792 4 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted EI1 16.1618 5.626 .573 .754 EI2 16.6821 5.215 .603 .739 EI3 16.5751 4.813 .659 .709 EI4 16.0954 5.333 .572 .755
127 f) Media Exposure to Environmental Message
Case Processing Summary
N %
Cases Valid 346 100.0
Excludeda 0 .0
Total 346 100.0
a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items .846 4 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted ME1 15.6503 6.657 .705 .795 ME2 15.7399 7.057 .753 .778 ME3 16.0202 7.069 .642 .822 ME4 15.2514 7.128 .640 .823
128 2) Frequency Table for Demographic Profile a) Gender
Frequency Percent Valid Percent
Cumulative Percent Valid Male 91 26.3 26.3 26.3 Female 255 73.7 73.7 100.0 Total 346 100.0 100.0 b) Race
Frequency Percent Valid Percent
Cumulative Percent Valid Malay 205 59.2 59.2 59.2 Chinese 91 26.3 26.3 85.5 Indian 27 7.8 7.8 93.4 Others 23 6.6 6.6 100.0 Total 346 100.0 100.0 c) Age
Frequency Percent Valid Percent
Cumulative Percent Valid 19-22 199 57.5 57.5 57.5 23-26 131 37.9 37.9 95.4 27-30 10 2.9 2.9 98.3 31-34 6 1.7 1.7 100.0 Total 346 100.0 100.0
129 d) Educational Level
Frequency Percent Valid Percent
Cumulative Percent Valid STPM/Diploma 74 21.4 21.4 21.4 Bachelor Degree 251 72.5 72.5 93.9 Master Degree 16 4.6 4.6 98.6 PHD 5 1.4 1.4 100.0 Total 346 100.0 100.0
e) Monthly Personal Income (RM)
Frequency Percent Valid Percent
Cumulative Percent
Valid Less than 1000 301 87.0 87.0 87.0
1001-2000 25 7.2 7.2 94.2 2001-3000 6 1.7 1.7 96.0 3001-4000 5 1.4 1.4 97.4 4001-5000 5 1.4 1.4 98.8 5001 and above 4 1.2 1.2 100.0 Total 346 100.0 100.0
130 3) Descriptive Statistic Analysis
Descriptive Statistics
Green Purchase Behaviour
Attitude towards
Green Products Subjective Norm
Perceived Behavioural Control Environmental Involvement Media Exposure to Environmental Message N Valid 346 346 346 346 346 346 Missing 0 0 0 0 0 0 Mean 5.1548 5.8882 5.0925 5.3468 5.4595 5.2218 Std. Deviation .79329 .74354 .86190 .79583 .73831 .85874 Variance .629 .553 .743 .633 .545 .737 Skewness -.016 -.491 -.163 -.066 -.170 -.205 Std. Error of Skewness .131 .131 .131 .131 .131 .131 Kurtosis -.224 .163 -.152 -.410 -.704 -.243 Std. Error of Kurtosis .261 .261 .261 .261 .261 .261 Range 4.29 4.33 4.75 4.25 3.75 4.50 Minimum 2.71 2.67 2.25 2.75 3.25 2.50 Maximum 7.00 7.00 7.00 7.00 7.00 7.00
131 4) Pearson Correlation Analysis
Green Purchase Behaviour
Attitude towards Green
Products Subjective Norm
Perceived Behavioural Control Environmental Involvement Media Exposure to Environmental Message Green Purchase Behaviour Pearson Correlation 1 .430** .551** .562** .452** .465** Sig. (2-tailed) .000 .000 .000 .000 .000 N 346 346 346 346 346 346 Attitude towards Green Products Pearson Correlation .430** 1 .351** .437** .452** .421** Sig. (2-tailed) .000 .000 .000 .000 .000 N 346 346 346 346 346 346
Subjective Norm Pearson Correlation .551** .351** 1 .614** .372** .406**
Sig. (2-tailed) .000 .000 .000 .000 .000 N 346 346 346 346 346 346 Perceived Behavioural Control Pearson Correlation .562** .437** .614** 1 .469** .428** Sig. (2-tailed) .000 .000 .000 .000 .000 N 346 346 346 346 346 346 Environmental Involvement Pearson Correlation .452** .452** .372** .469** 1 .496** Sig. (2-tailed) .000 .000 .000 .000 .000 N 346 346 346 346 346 346 Media Exposure to Environmental Message Pearson Correlation .465** .421** .406** .428** .496** 1 Sig. (2-tailed) .000 .000 .000 .000 .000 N 346 346 346 346 346 346
132 5) Multiple Regression Analysis
Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 .670a .449 .440 .59339
a. Predictors: (Constant), Media Exposure to Environmental Message, Subjective Norm, Attitude towards Green Products, Environmental Involvement, Perceived Behavioural Control
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 97.398 5 19.480 55.323 .000b
Residual 119.716 340 .352
Total 217.114 345 a. Dependent Variable: Green Purchase Behaviour
b. Predictors: (Constant), Media Exposure to Environmental Message, Subjective Norm, Attitude towards Green Products, Environmental Involvement, Perceived Behavioural Control Coefficients Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) .527 .303 1.739 .083 Attitude toward Green Products .129 .051 .121 2.519 .012 Subjec
